Group 1: Prajakta Talathi GSEP13CMM031Manish Barapatre GSEP13CMM028Abhinav Choudhry GSEP13CMM019Arjun Gidwani GMAY13CMM

PRODUCT

• Aerated soft drink sold in stores, restaurants, and vending machines throughout the world

• Produced by The Coca-Cola Company of Atlanta, Georgia• Often called as Coke

OBJECTIVES• Increase the market share in UAE from

23% to 29%• Enhance brand image

TARGET AUDIENCE• Demography

• Indians, Bangladeshi, Pakistanis in UAE• Young adults• Professionals • Subliminally labours

• Geography • UAE

• Psychographic• Social people, Benevolent, Willing to Help

• TAM • Population (5.76 mn) * 30% Expats * 40% professional = approx 0.24 million

• Media Use Pattern • Prime time on Television • Internet – Social Media (Facebook page, YouTube Channel, Twitter link)

ADVERTISING STRATEGY• Function

• POP – High calorie, high glucose, carbonated drink which quenches thirst

• POD – Provides instant energy

• Emotion• Personality – Sincere• VALS

• Values – Self fulfillment, inner peace, equality, happiness, social acceptance

• Attitude – Humble, Grateful• Lifestyle – Philanthropic, Freedom, sharing happiness

between different strata of society

ADS DESCRIPTION

Message Strategy

• Affective• Emotions:

Happiness, sadness, gratefulness

• Conative• 25% extra

free on 1.5l• Brand

Personality - Sincere

Executional Framework

• Slice-of-Life• Simple, small

gestures of life

• Routine life• Sadness of

being away from home

Creative Brief

• Message Theme• Sharing is

caring• Promoting

affectionate interaction amongst different strata of people

Appeals

• Music• Grabs

attention• Increases

visual retention

• Increases conviction and persuasiveness

Leverage Point

• 1 coke = 1 call home

• Small gestures make somebody’s day

Happiness

GiveGratefulness

She was surprised and it made her really happy

Hard work

Sad

Mood Board

Sad

Frustration

MOOD BOARD• The mood board shows the essential elements of ad. The two main

elements of add that are emphasised are:• happiness• sharing and caring

• On one hand the ad is showing a good gesture of Coca-Cola who have installed and provided a phone booth facility for people who want to place international calls to their homes

• On the other hand the ad shows a Coke drinker who neither needs the cap nor the phone booth facility, shares the coke cap with a needy person, displaying emotions such as caring, sharing and affection and interaction between two different strata of society

• It underscores the value of caring by sharing things. It reflects values of the Coca-Cola brand of “Opening Coke and Spreading Happiness”

THANK YOU